HANNAH ENGLAND'S PORTFOLIO
EXERTIS
Tone of Voice
I put together a single, unifying tone of voice document to be used across the business - whether this is for Sales, Marketing, or anything in between. This guide includes general writing and grammar etiquette, the specific Exertis tone of voice, guidance on AI, a breakdown of our values and goals, and guidance for writing for different formats (i.e. email, blog, website copy, etc.)
Website Copy
As part of its recent rebrand, the Exertis and DCC sites got a refresh, and with that, came new copy. This included the creation of a site map, and working to a template to make sure all content was consistent. I had to reach out to several different BUs in order to collate the information needed to create informative pages that anyone could refer to. Understanding the different audiences that might come across this site was key, and I feel the copy expresses how much time went in to this.
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AI Guidance
As a creative, the increased reliance on AI tools such as ChatGPT is, understandably, a concern. That is why I put together guidance that would help people in Exertis to utilise AI writing tools safely, ethically, and with consideration for the quality of their work. I also created an Exertis GPT that could provide an approved version of the language model, so if my coworkers do feel that they must turn to AI writing tools, they are using one that I have personally trained on our tone of voice, to mitigate any mistakes.